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Have We Forgotten about Vitamin D Deficiency, While Eating Everything That Runs Across the Serengeti, Instead of Gluten-free Spaghetti?

But will Guerrilla marketing virtually point the finger towards “open” innovation? It’s not even a Vitamin! It’s a hormone, produced in the body, and sufficient levels for health cannot be obtained from outside sources – no matter how many Mackerel or Salmon tendons you eat naturally, or encapsulated in pills or tablets. Historically recognized as the […]

But will Guerrilla marketing virtually point the finger towards “open” innovation?

It’s not even a Vitamin! It’s a hormone, produced in the body, and sufficient levels for health cannot be obtained from outside sources – no matter how many Mackerel or Salmon tendons you eat naturally, or encapsulated in pills or tablets.

Historically recognized as the Sunshine Vitamin, most folks take it for granted and assume it to be plentiful in a healthy diet. Unfortunately this is not true and hence the onset of a Vitamin D deficiency epidemic, sweeping through with a veil of ignorance with explanations like the “Silent Killer “as in Osteoporosis.

The answer in the future may be a therapeutic approach, using it as a drug and applied in a multi-functional manner, which at first glance seems like a backward step for the Nutraceutical wave of growth and success. This is only a blip, as life expectancy increases partnered with quality of life, and prevention of illness and/or disease remains the perfect answer.

In fact we cannot be too sure of what we are eating today, and who knows what surprises lay ahead as we navigate our way through a field of constant companions, of all kinds of which are either contaminating us or contributing towards illness or disease.

Maybe we should leave the bovine to the baby cows and infants, and welcome the new opportunities and growth that will stem from events/shows, which continue to increase at an exponential rate, with geography presenting no boundaries. As new markets emerge, the untapped potential of food ingredients globally will be unveiled.

Food is no longer just a means of survival. It now displays a multi-faceted range of dimensions and this is being reflected in modern methods of communication. Virtual events have arrived and apart from a low carbon footprint, and the parallels with conscious consumption and sustainability as key benefits, the great concept of the events is how amazing it is that at any time I can look in one place when I need a new idea or inspiration.

The real question is whether employees are going to take the time to browse the stands and listen to the wisdom imparted. Also, will virtual solutions detract from good old-fashioned networking? There are floors and setbacks and rather than a replacement, a physical exhibition will probably be inaugurated at the same time as its digital version.  The physical and virtual world will interlace as they mutually feed each other, while replicating each other they will explore their own evolving language.

Other media will be open to change in the process of profound transformation. TV and Cinema are no longer the hegemonic media and where multiplication of screens favoured by the impact of ITC’s expresses the emergence of new and unexpected protagonists.

Guerrilla marketing and digital tactics may dominate consumer advertising, with people being targeted from online histories and profiling, however the faithful print version of the Trade journal is irreplaceable and here to stay for a few more years to come!

The finger then points towards open innovation and dialogue, as looking outside a company’s four walls for ideas and new thinking. Only a very few companies have recognised the need to go outside for innovation. Those who do, soon realize that loss of control of their brand’s destiny brings a greater payback, because they are truly engaging with people giving their consumers a stake in and influence over the brand.